China Components E-commerce White Paper (Part 1)

1、Preface

2020In 2017, under the impact of the COVID-19 epidemic and the Sino-US trade war, the global semiconductor industry experienced ups and downs and twists and turns. From the beginning of the year, almost all semiconductor analysis and consulting institutions significantly lowered their revenue forecasts for this year, to the middle of the year when institutions have changed their optimistic outlook on the trend in the second half of the year. During this period, there were global component shortages and price increases. This roller coaster market has really made people tremble, walking on thin ice, but also jaw-dropping.

It can be said that the united Chinese people miraculously blocked and saved the world economic downturn. Under the strong launch of the Chinese government's dual cycle policy, China's manufacturing and exports have begun to recover strongly. Chinese chips have accelerated the pace of replacing European, American, Japanese and Korean chips in the mid-to-low end, stimulating domestic demand and continuing the global electronics manufacturing industry that has pressed the pause button, allowing the pulse of world connectivity to beat powerfully again, thus promoting the recovery and rapid rebound of the semiconductor industry.

2003In 2017, SARS forced many people to work from home and shop online, which quickly incubated and gave birth to theB2CTwo e-commerce giants - Taobao and JD.com.2020In 2017, China's component e-commerce companies also seized the historical opportunity in time and successfully took over the baton. By purchasing components online, production and research and development were not stagnant, which not only met the urgent needs of the special period, but also gained greater development space by improving industry efficiency. This isB2BThe highlight moment when the industrial platform established its status in the world.

At the same time, China's component e-commerce is quietly accelerating its transformation, and some e-commerce platforms have begun to coordinate their layout in the industrial chain.PCBProduction,EDAdesign,SMApatches,3Dand panel printing and other industrial service chains, investing funds and resources, competitiveness and one-stop ecological service capabilities. What is certain is that the development direction of the Industrial Internet is collaboration, clustering, and digitization, and the underlying logic of development is to optimize efficiency and allow all parties to benefit from it.

2020In order to further track and conduct in-depth research on the development and evolution of China's component e-commerce under the special background, we will continue to2019In 2017, the Chip Master Research Institute team launched the "China Components E-commerce White Paper" (2019Edition)", we will continue to conduct research, sampling and analysis based on the local self-operated component e-commerce Lichuang Mall, striving to deepen the new understanding of China's component e-commerce industry by colleagues in the electronics industry chain, investment research institutions and government departments.

2、Embracing the digital economy: supply chainThe starting point of "core"

The future supply chain must have a network structure. From design, manufacturing, distribution to terminals, everything will be digitized and gradually shared and rationally applied by the industrial chain.

At present, the digital economy has become an indispensable organic component of China's economy and the most competitive and innovative embodiment of economic development. Through business data modeling, profiling, sorting and analysis, the electronic manufacturing industry is transformed in an all-round, all-angle, and whole chain, helping upstream and downstream to carry out precise services and trend predictions, and guiding the direction of the industry. This digital economy based on component transactions and services has gradually developed into a reform experimental platform with in-depth industrial chain scenarios.

Using artificial intelligence and big data to predict the future is the core point of digitalization. In this process, the current component supply chain is facing the problem of information islands. The chain from chip sales to end consumers is very long, and it is difficult for original manufacturers to obtain end consumer data. If the end consumer data is known, the chip usage can be predicted. Make the industry more intelligent and scientific. To achieve such a result, everyone needs to work together to build a platform and push various data onto the chain.

The future supply chain must have a network structure. From design, manufacturing, distribution to terminals, everything will be digitized and gradually shared and rationally applied by the industrial chain.

Due to the continuation of the epidemic and the Sino-US trade war, the stability of the chip industry chain has been greatly damaged. Original factories and even terminal manufacturing tend to have conservative production capacities and plans, making the supply chain fall into a state of weightlessness. Supply and demand are unbalanced, production and sales are unreasonable, and shortages and price increases have become the norm. Therefore, for the digitization of the chip industry, the first is to allow all things to be interconnected and use data to realize the circulation of data; the second is to turn data from the original driving factor into a production factor, thereby improving production efficiency; the third is to let industry and technology work together to build infrastructure; the fourth is to use new digital products to reconstruct the industrial ecosystem.

For China's chip industry, making good use of various dividends in the digitalization process of Internet platforms, determining and establishing data resource cooperation with excellent component e-commerce platforms as soon as possible, fully granting digital rights, mining digital resources, and educating digital users, thereby accelerating the penetration of local brands and product technologies, will be the new wings and key power source for Chinese chip companies to take off. Whoever has a keen sense of smell and moves quickly in the digital economy will have a better chance of approaching and competing with the international first-tier manufacturers.

3、New evolution of China’s components e-commerce

To manufacture chainsPCB、EDA、3DPrint,SMTThe digitalization process extended by other industries helps to broaden and deepen enterprise services and competitiveness, and has become a new strategic choice for many component e-commerce companies.

go through10After years of precipitation and evolution, China's component e-commerce has entered the entrepreneurial track from a single purchasing agency, spot goods, matchmaking and other industry pain points.0arrive1, continuous trial and error, continuous optimization, continuous iteration, and great waves, thus making continuous progress. From the initial wave of universal access to the Internet to the bubble, more than a thousand e-commerce companies emerged and succeeded one after another, and then rationality returned to healthy development. Component e-commerce finally returned to its original intention and continued to innovate.

At present, a single component transaction and service can no longer meet the in-depth needs of users; from an e-commerce perspective, only using trading tools to gain users' favor and stickiness has a low moat threshold and is vulnerable to attacks by competitors. Therefore, to those who manufacture chainsPCB、EDA、3DPrint,SMTThe digitalization process extended by other industries will help broaden and deepen enterprise services and competitiveness, and has become a new strategic choice for many component e-commerce companies.

Taking Lichuang Mall as a sample, due to the advance layout of the group's business, the integrity and synergy of the manufacturing industry chain have long been established. What is more needed now is the optimization and innovation of transaction service tools, as well as how to quickly digitally connect with the original factory and improve service levels.

It is understood that LichuangEDAhas received more than160Highly recognized and frequently used by engineers around the world; as the first in the field of component e-commercePLUSMembership system, in just a short time3Within a few months, thousands of customers were eager to purchase; help realizeBOMThe "Chip Butler" software, a one-stop purchase and management of purchase, sale and inventory, is currently used in depth by thousands of users; Lichuang Live has become an innovation promotion platform and business card for the component industry. Next, Chip Master Research Institute will innovate through membership system,ERPAuxiliary tool innovation, e-commerce live broadcast and big data services are used to analyze the new evolution of component e-commerce.

About the innovation of meeting system

It is reported that JD.com“PLUSmember"Online3The number of members exceeded 10 million during the year. In recent years, with the development of the Internet and online shopping, and the platform itself constantly improving the member rights ecology, it has become a domesticCThe leader in end-end e-commerce membership systems. On the other handBOn the other hand, each platform’s division of membership levels and operating strategies are roughly similar, but forPLUSThe group still lacks innovation, especially in terms of commodity and rights ecology, which is still blank and has unlimited space and possibilities for exploration.

2020Year9In August, the first membership system “Lichuang” in the field of component e-commerce was launched.PLUS"Online, brokenBterminal platform pairPLUSThere is a gap in the industry for membership operations. LichuangPLUSWith the rights and interests of commodity coupons and freight coupons that highly meet the needs, it attracts terminal R&D and manufacturing companies to join in, accurately reaching high-frequency malls.+waist customer,3Within a month, we had thousands of paying members, saving customers more than one million yuan cumulatively. Yuan ChaoPLUSFees paid by customers.

But with JD.comPLUSIn comparison, the two are quite different in terms of business models, user groups, business scope, membership rights and consumption characteristics. Future creationPLUSIf you want to grow into a component e-commerce platformPLUSSystem benchmarking requires upstream original manufacturers and supply chain providers to provide more support and resource tilt, and the e-commerce platform itself also needs toPLUSMembers conduct detailed user portraits and data analysis, make targeted investments, and accurately match customer needs.

aboutERPInnovation in auxiliary tools

For a long time, foreign component e-commerce giants such as Digi-Key and Mouser have long taken advantage ofERPtools to help customersBOMOrder allocation and purchase, sales and inventory management to improve the efficiency of customer ordering and supply chain management. In recent years, some professional components have emerged in ChinaERPsoftware, some local e-commerce companies even use their ownITAdvantages further optimized and strengthenedERPThe tools and marketing attributes can better increase the loyalty and stickiness of platform users.

Yilichuang"Core Butler" (XGJ.SZLCSC.COM) and Mouze Inventory Management Tool are examples. The functions launched by the two are basically the same. They both provide free cloud inventory management solutions, allowing long-tail user groups such as small and medium-sized enterprises, scientific research institutes, and maker studios to easily manage and track inventory, thereby reducing user procurement costs, maintaining product value, and increasing user stickiness.

The only difference from the Inventory Management Tool is that placing orders in Lichuangxin Manager not only supports cloud encryption, but also enjoysAIAutomatically calculated discount for the entire order, and have the same experience as LichuangPLUSJointly launched exclusive coupons and other benefits.

As of2020Year11Monthly statistics show that the number of registered companies in Xin Guanjia has continued to rise to nearly5000increase, and the proportion of real and effective end enterprise users95%above, and maintain a growing trend.

About e-commerce live broadcast

2020In 2017, due to the outbreak of the COVID-19 epidemic, the component industry, from original factories to agents to distribution, was affected by the shock. Offline business communication was unable to proceed normally. The social isolation caused by the epidemic gave birth to another social outlet - live broadcast.

2020Early year (2-3The component e-commerce live broadcast in March) was launched with topics and content that users are interested in such as supply chain and work resumption. It achieved unexpected results, but it did not have commercial attributes; the component e-commerce live broadcast in the post-epidemic era has been favored byB2CIndustry inspirations have sprung up like mushrooms after a rain and developed into various forms of product promotion and traffic-draining windows.

According to the observation of Chip Master Research Institute, current mainstream component e-commerce live broadcasts are divided into four categories based on content: technology sharing, brand promotion, new product launches, and live broadcasts to bring goods.

Taking Lichuang Live as a sample analysis, in2020During the year, total services32suppliers covering storage,MCU, module, power management,MOSWith more than ten subcategories such as tubes and capacitance resistance, the live broadcast content covers four major categories: technology sharing, brand promotion, new product launches, and live broadcast delivery. At the same time, Lichuang Live uses its190With a user base of 10,000, it takes into account the product attributes of live streaming. According to statistics,27The cumulative total views of live broadcasts exceeds80million person-times, and the actual amount of related-party transactions exceeds86010,000 yuan (including direct purchase amount of approx.166million), it has also become the only component platform that can stably provide suppliers with goods delivery services.

Big data services

With the digitization of the supply chain, component e-commerce has natural advantages. Utilizing effective data to mine procurement clues and new industry needs, judge and predict market trends, and even drive partner efficiency improvements will surely become the basic goal and only path for component e-commerce. The following Chip Master Research Institute still uses Lichuang Mall as the main body of research. After desensitizing some data, it will present you the market data of typical Chinese component e-commerce companies to the maximum extent.

China's outbreak is taking the world by storm

from2019Starting from the second quarter of this year, the Chipmaster Research Institute has launched an e-commerce market report every quarter, introducing indicators such as search, transaction and ordering, which can partially reflect the prosperity of China's component distribution market. and the Philadelphia Semiconductor Index (which represents the main prosperity indicator of the international semiconductor industry).PHLX Semiconductor Sector, abbreviationSOXAfter superposition, we can study the market trends of China and the global semiconductor market in the past year.

Due to the out-of-synchrony between the Spring Festival holiday and the development of foreign epidemics, the two1—4The months show certain differences, and the second half of the year shows high correlation consistency. The intersection occurs at2Since mid-month, the domestic market sentiment curve has risen sharply.4—10The month has entered a period of shock and upward movement, entering10Both indexes showed an overall upward trend after January. The Philadelphia Semiconductor Index has been relatively flat throughout the year. Over the years, its lows have appeared in3month, but2020Year10The increase is particularly obvious after the month, and even more so in11At the end of the month, record high2793point.

Index description,2020In 2017, the domestic market enthusiasm continued to rise amidst fluctuations and exploded, making a huge contribution to pulling the global semiconductor industry out of the economic downturn.

ICMarkets are rising across the board

2020The category with the most active market performance in the year isMCU/MPUNone other than. The e-commerce market index consists of transaction volume, transaction quantity, search volume and number of purchasing customers.MCUThe market took the lead in recovery, with two increases and full-year performance higher than the market. It overcame the three popular categories of capacitors, transistors and power chips, creating a huge impact and panic on the entire supply chain.

in,MCU/MPUThe turnover, transaction volume and page views of the category are all in3reached a maximum value in the month, and the average transaction price will continue to rise after a short period of time.11The month rebounded again and hit a new high in trading volume.

In addition, the anti-epidemic demand in the first half of the year detonated the sensor and op amp markets; coupled with the upstream conservative strategy, which resulted in insufficient production, limited production capacity was occupied by high value-added chips, resulting in shortages of some mid- to low-end power supplies and interface analog chips in the second half of the year; as market demand for new energy and other areas picks up,MLCCand passive devices represented by automotive resistors in2020There was also a significant recovery in the second half of the year.

The picture above lists the past13within months,MCU/MPU、MOSThe transaction volume, transaction value, average transaction price and page views data of the tube category can significantly reflect the surge in retaliatory purchasing demand in March caused by the epidemic and the resumption of work. In addition, unlike other nodes of the year, the average transaction price and pageviews of the two categories are both within11The month shows a steep climb.

The picture above lists the past13Within the month, the turnover, number of orders and number of customers in the medical electronics and automotive electronics categories changed. Among them, the three indicators of medical electronics are all in4It hit the highest value in March, which is an obvious industry-wide hot spot. Since then, the level of activity has been more obvious than that of automotive electronics. The highest value of turnover and number of orders for automotive electronics during the reporting period appeared in11months, but the number of customers did not exceed4In March, there was an obvious shortage of automotive components.

Typical case: component e-commerce11.11

"Components e-commerce11.11” The concept was developed by Lichuang Mall2016It was first launched in the industry in 2016. According to incomplete statistics, by the end of2020Years have passed30More than a dozen e-commerce companies participated in this type of promotion, and the duration of the event ranged from3It can vary from days to a month.

Components e-commerce combines customers and productsBend lineage and operating methodsCterminal characteristics, inB2CStimulated by the success of e-commerce companies in increasing their voice in the supply chain, expanding their brand influence and increasing transaction volume through "creating festivals", in the past five years, component e-commerce companies have been trying new things.

Chipmaster Research Institute has observed that the significant changes in e-commerce participation in Double Eleven are: on the one hand, domestic e-commerce companies have a more active participation attitude, which is reflected in the increasing number of participants, greater marketing investment, and more promotional methods; on the other hand, including E-Label,Arrow.cnSeveral well-known international e-commerce companies have entered the market one after another.

This shows that the Chinese market, which has a low online conversion rate for component procurement, has become increasingly important during the epidemic, and the online purchasing habits of domestic users are accelerating. Colleagues have also seen that component e-commerce companies have used promotion to continuously improve their front-end and back-end infrastructure (upstream channels,IT, operations and warehousing logistics, etc.).

2020Year11moon11Solstice13On the same day, Lichuang Mall held its first5"Innovation"11.11”. On the basis of profit sharing and customer feedback in previous sessions, this session11.11It also incorporates listings to give away Teslas, live streaming of goods,PLUSMember purchase funds and many other innovative elements, this year’s “Innovation11.11"A number of transaction data and customer participation have reached new highs, and it has initially grown into a highly influential procurement event in the domestic component industry.

It is understood that2020"Establishment of the Year"11.11"The total transaction volume during the period was5020RMB 10,000, of which corporate customers contributed67.4%, the industries with the largest number of customers are industrial control and automation, and automotive electronics. Total orders exceed2.3Ten thousand,SKUViews exceeded35010,000 times, total picking in the warehousing systemSKUovertake17Ten thousand.

Among them, the categories that customers purchase most are as follows:MLCC、MCU, interface chips, power chips and diodes, etc.

The most popular international brands areTI(Texas Instruments),ST(STMicroelectronics),ON(ON Semiconductor),SAMSUNG(Samsung) andmuRata(Murata) et al.

The most popular Chinese brands are: Fenghua Hi-tech,Nexperia(Nexperia), Changjing Technology,GD(GigaDevice) andHDSC(Huada Semiconductor) etc.

4、capital market

The capital market's screening and betting on leading players is nearing completion, and platforms with industry chain integration capabilities will be more favored.

As of2020Year11Monthly, the entire industry chain can be found for financing283pen (number of companies128home), the total amount is approx.927billion, includingICDesign ratio71.1%, the highest in the industry.

compared to2019Years of generosity and bustle,2020The component e-commerce industry in 2017 seemed to be calm. On the one hand, this is because capital tends to be concentrated in leading companies; on the other hand, due to the impact of the epidemic, investment in the capital market tends to be conservative and stagnant.

However, this does not prevent them from betting on new models (such as flexible collaborative smart supply chain, cloudFAEtrading platform), and continue to contribute to e-commerce platforms that have already invested. At the same time, the announcement that Shenzhen Huaqiang plans to spin off Huaqiang Electronic Network and list it separately has brought certain positive signals to the capital market.

2020In 2017, due to the impact of the epidemic and the acceleration of online shopping, this was a bumper year for China's component e-commerce companies, with most companies' revenue and profits hitting new highs. According to incomplete statistics, the total investment amount received by local e-commerce platforms is approximately5billion, and are mainly concentrated in4—5company.

Although local component e-commerce is still in its infancy, it is foreseeable that the capital market’s screening and betting on leading players is nearing completion, and platforms with industrial chain integration capabilities will be more favored.

2020In 2020, as the digitalization trend of the electronics manufacturing industry becomes clear, the competitiveness of leading companies continues to strengthen. Due to the clear track and players, a few companies with competitiveness across the entire industry chain will surely generate a new round of explosive financing amounts. Moreover, due to the increasingly concentrated and precise silver bullet offensive in the capital market, it will inevitably give birth to2—3Add componentsB2BA leader in the field, aiming toIPOThe road sounded the rally call.

This article is reprinted from "Lichuang Mall Wu Bo", which supports the protection of intellectual property rights. Please indicate the original source and author when reprinting. If there is any infringement, please contact us to delete it.